US group O’Neill Vintners & Distillers has added a non-alcoholic product to its FitVine wine range for the first time.
The company has launched FitVine Free, which it describes as a “functional verjus-based, non-alcoholic wine”.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
O’Neill Vintners & Distillers has rolled out three styles: a “power red”, made with Petite Sirah grapes, a sparkling white and sparkling rosé.
Jenna Kujundzich, vice-president of brand at O’Neill Vintners & Distillers, told Just Drinks the products were the first non-alcoholic wines in the US to contain electrolytes and adaptogens.
Each wine is less than 0.5% abv and contains a maximum of 35 calories per serving.
In a statement, Jeff O’Neill, founder and CEO of O’Neill Vintners & Distillers, said: “FitVine Free is proof that ‘better-for-you’ can still taste great. We saw an opportunity to lead the category forward – not just with non-alcoholic wine, but with a functional option that delivers on flavour, quality, and nearly half the price of most other wines in this category.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataCiting NielsenIQ and Gallup data, Kujundzich outlined the company’s rationale for moving into functional, non-alcoholic wine. In US off-premise, she said, non-alcoholic wine sales have nearly doubled in three years, rising from $47.8m in 2021 to $89.9m in 2024.
More broadly, off-premise sales of non-alcoholic beer, wine and spirits have reached $925m, growing 22% year on year. More than 93% of non-alcohol buyers also purchase alcohol-containing beer, wine and spirits, she added.
On listings, the executive said FitVine Free has already started rolling out in US retail.
O’Neill Vintners & Distillers has secured listings for FitVine Free with Sprouts in California, Arizona, Texas and Florida; Albertsons in southern California and Texas; and Harris Teeter in North and South Carolina, as well as select retailers in Chicago.
